Aim to Unify Lines of Business At one of the nation’s top retail banks, executives were struggling to deliver a cohesive online experience to their customers. Their customer-facing applications had been cobbled together from various acquisitions and disparate development teams—and users could tell. Customers experienced a disjointed, clunky digital journey as they moved between lines of businesses, often redirected through a maze of different webpages to meet their banking needs. Executives knew that the bank’s online presence had the power to delight current customers, attract new ones, and serve as a major differentiator from other retail banks, if only they could get it right.
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